Apple Desire

The Year In Desire: How Apple Mastered Desire

The Irrational: The Practical Meets Marketing

With one-half of the equation down — consistent, happy users with crap they can’t quite believe exist — there’s still more going on here than just good products, good retail and good support. Advertising and public relations, that sweet nectar from the propaganda tree, help sway perception of the company. Everyone knows that Apple doesn’t consult demographics polls or do focus groups. If you’ve worked in any field that relies on consumer behavior information, this user data is like an albatross that weighs you down. Try and do a slick cover design and you’ll be reminded that your average reader is a 52-year-old male — go back to the drawing board so that Mr. Boringpants doesn’t have to think twice. Still, important to know who you are talking to, but Apple doesn’t care about the lowest common denominator. As long as the products fit in a human hand, they are good. Apple’s ad agency, however, knows who it’s talking to — it does the tricky work of appealing to both sexes across a wide age bracket.

If you’re a fan of Mad Men, you’ve already been exposed to the reality of branding and irrational male desire. One of the eureka moments for Don Draper comes when he discovers that the Jaguar, a car that was infamously unreliable, is like the last in a line of needless purchases that have so far failed to fill a void for the Richie Rich who buys a Jaguar. “At last, something beautiful you can truly own” is that perfect statement that says the search is over — it’s time to have your speed and have your comfort, too. Apple’s ads are pretty gender neutral by contrast, but they use the same strategy of appealing to desire while also offering comfort and familiarity. Where other computer companies appeal to business users, Apple completely avoids this trap because it instantly saps your cool appeal. For guys, the iPad and iPhone ads feature games that show off Apple’s serious 3D tablet chops. It has enough household-name killer apps that all it has to do is remind you that they’re there. Finally, a computer gun you can use on the couch.

The rebel imageStill, for a company that is now the most valuable in North America, Apple also relies heavily on the impression that it is the alternative. No one loves fighting for Goliath, and Apple has worked hard to cultivate a rebellious image. The famous 1984 commercial set the tone for Apple’s alternative campaigns, and, after Steve Jobs’ return, the Think Different campaign dished out the same spiel: You’re not your dad, and your computer shouldn’t be what your dad wants for you. Apple wants you to think it is the antithesis of Microsoft or IBM, the suit-and-tie guys who line up Another Brick in the Wall-style to work on spreadsheets and data entry all day. Apple people, they’d like you to believe, are those creative types you dreamed of being as a kid, and Apple’s product placement reinforces this idea. Did you notice that 30 Rock, one of the edgiest comedies on TV, is stocked with free Macs? When Tina Fey and Alec Baldwin make a joke that’s so good it seems to fall from the sky, they are sitting in front of MacBook Pros or iMacs. This is the brilliant part of Apple’s public image — it has somehow managed to become mainstream but retain its image as the rebel.

The status factorOne of the reasons Apple is so protective of companies copying its design is because Apple products cost more. It’s no secret that you can get a fast phone for a lot less than an iPhone, but this also plays into Apple’s strategy as the brand you desire. Apple’s slightly higher prices say “you’re worth the best, not the cheapest.” By paying more, people may feel they’re getting a better product, but they’re also buying the status associated with a product that is generally known to be the standard. Your dad bought you a Zune, but you wanted an iPod Touch. It was the worst Christmas ever.

This premium appeal isn't unique to Apple. How many times have you been at a loss for which bottle of wine to buy? You grab a $20+ bottle and hope for the best, but you're disappointed and feel cheated, so you never buy that brand again. Apple's success is a result of selling a good bottle of wine that doesn’t disappoint.